Chimney and Luke have similar aesthetic in primeval handwork, enjoy the surprise from handicraft creation. Being no mood for harmonious, never compromise to form, desiring a special angle to inspect their own works. The same belief and tacit knowing gather the two designers together and found the label “ISAEI” in 2013. “ISAEI” comes from the Icelandic “INNSAEI”, which means intuition. In their opinions, intuition is not just a feeling, it is the original feeling behind logic. Each step in setting up ISAEI is just like making a precise machine. Chimney and Luke want to make it alive, make it attract people.